2Copyright2018 The Nielsen Company (US), LLC. All Rights Reserved.
Technology is intertwined in how we all live our lives, but particularly so among younger
generations. They have always been early embracers and adopters of all technology from
HiFi to WiFi. These days, smartphones, wireless headphones and other portable digital devices
act almost as extensions of our appendages for many of us. They are perpetually by our side,
accessible on a moment’s notice, and can be purchased nearly anywhere. If that’s not enough,
we’ve given not just voices to technology, but names as well. Now that the technology has
been refned, consumers are getting comfortable talking to a machine and those machines
are not just listening, but responding with their own voices, actions, and information. To say
the times have changed is an understatement.
Point is, as the media landscape continues to evolve it provides consumers with a variety of options to customize
their media use across television, radio and digital. Time spent with the television set is shifting, with consumers
spending more time using TV-connected devices to stream content in addition to traditional TV. Similarly, smart
home devices are changing the way people interact with technology, whether it’s to listen to music, give directives, or
get updates on the latest news.More media content is also being accessed across digital platforms. Often, devices
are used simultaneously with consumers choosing to multitask – researching something they heard or saw, checking
email, online shopping, or simply staying connected with others.
This iteration of the
Nielsen Total Audience Report
provides a seasonal look at usage as we now have four full
quarters of data based on a common methodology. It is important to note that seasonality plays a role across linear
platforms, but less so for digital. Additionally, we outline what “prime time” is for each platform, giving us insight into
time of day usage of diferent media devices. We also touch upon digital multitasking with linear platforms.
HIGHLIGHTS FROM THIS Q2 2018 SUMMARY INCLUDE:
U.S. adults spend 10 hours and 24 minutes per day connected to media
Adults 50-64 spend more time per day on media than any other age group
Adults 18-34 spend more time on digital than TV and TV-connected devices
Black adults spend 2 hours and 22 minutes longer per day across all media than average
TV and TV-connected device usage peaks during the 9pm hour
Nearly three-quarters (73%) of media time spent at 11pm is consumed through the TV glass
92% of adults listen to radio during the average week, more than any platform
19% of U.S. adults listen to podcasts each week
24% of households own a smart speaker
vMVPDs exist in 3.4% of all TV households as of June 2018
Over half of Asian American households have an enabled smart TV
More details on sources and methodologies used within the report can be found in the appendix.As a reminder, the
data in this report refects the expanded use of additional data sources and is not comparable to reports prior to Q1
2018; year-over-year comparisons will be made available on a going forward basis.
We are thrilled to be sharing this next version of our
Nielsen Total Audience Report
where we continue to provide new
insights into where technology, interests and the consumers’ media use intersect.
Thanks,
PETER KATSINGRIS, SVP
AUDIENCE INSIGHTS
3Copyright2018 The Nielsen Company (US), LLC. All Rights Reserved.
AVERAGE TIME SPENT PER ADULT 18+ PER DAY
BASED ON TOTAL U.S. POPULATION
MEDIA CONNECTED CONSUMERS
200:260:06
0:14
4:100:360:4711:060:391:462:22Q1
0:260:05
0:13
3:490:320:3210:242:191:450:43Q2
0:220:06
0:13
4:080:360:4410:470:371:472:14Q4
0:210:06
0:13
3:540:310:4310:300:401:482:14Q3
20Live TVTime-Shifted TVRadio
Internet Connected Device
Internet on a ComputerApp/Web on a SmartphoneApp/Web on a Tablet
DVD/Blu-ray DeviceGame Console
U.S. ADULTS SPEND
10 HOURS AND 24
MINUTES PER
DAY CONNECTED
TO MEDIA
U.S. adults are spending 10 hours and 24 minutes per day interacting with
media, whether that be watching, listening to, or reading content across
all of their devices. While that time comprises 43% of the total minutes
available in a day, it is very important to note that simultaneous usage does
occur. It does, however, refect that adults are engaged with at least one
form of media for a signifcant portion of their waking hours.
From Q3 2017 to Q2 2018 time spent on media has fuctuated by as much
as 41 minutes per day. Seasonality plays a large factor, with Live TV being
the biggest contributor to the drop in total time from 11:06 in Q1 2018
to 10:24 in Q2 2018. Radio and Internet Connected Device usage, which
includes Smart TV apps, stayed the same during that time, while digital
(computer, smartphone, tablet) remained at 34% of the total. Smartphones
alone accounted for 65% of total digital usage, up from 62% in Q1 2018.
Note: Some amount of simultaneous usage may occur across devices. Internet Connected Device is inclusive of Smart TV app usage.
4Copyright2018 The Nielsen Company (US), LLC. All Rights Reserved.
Overall video use—time spent with a TV set, video on a computer, and using video focused app/web on smartphones
and tablets—among adults is 5 hours and 24 minutes per day. This is down from 5:57 in Q1 2018 but closer in line to
the 5:27 in Q3 2017. Again, seasonality is a factor as high profle sporting events like the Super Bowl, Olympics, and
March Madness occurred in Q1 2018. Despite that, time spent watching video on smartphones and tablets was equal
to the previous quarter. Video on a smartphone and tablet only includes entities whose primary purpose is streaming
video; there is a portion of video content (including viewing on social networking sites) not included here.
AVERAGE TIME SPENT PER ADULT 18+ PER DAY ON VIDEO
BASED ON TOTAL U.S. POPULATION
Live+Time-Shifted TV
TV-Connected Devices
(DVD, Game Console, Internet Connected Device)
Video on a Computer
Video Focused App/Web
on a Smartphone
Video Focused App/Web
on a Tablet
4:46
0:46
5:57
0:100:10
0:05
Q1
4:20
0:44
5:24
0:100:05
0:05
Q2
4:44
0:40
5:46
0:090:09
0:04
Q4
4:25
0:40
5:27
0:080:10
0:04
Q3
20172018
AVERAGE TIME SPENT PER ADULT 18+ PER DAY ON SOCIAL NETWORKING
BASED ON TOTAL U.S. POPULATION
Computer
Smartphone
Tablet
0:05
0:34
0:45
0:04
0:34
0:44
0:05
0:32
0:43
0:05
0:35
0:060:060:060:06
0:46
Q1Q2Q4Q3
20172018
Social networking usage is not nearly as prone to seasonality as video usage and has remained consistent since
Q3 2017. Adults spent 44 minutes per day engaging with social media in Q2 2018, whether that be reading,
commenting, or viewing video across various platforms.。